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標題: | 消費者對品牌延伸之偏誤修正:偏誤知識與動機 Consumers' Correction for Judgments of Brand Extension: Bias Knowledfe and Motivation |
作者: | "HAO, JONG-YU" 郝仲鈺 |
指導教授: | 簡怡雯 |
關鍵字: | 偏誤修正,動機,修正量,品牌延伸, bias correction,bias knowledge,motivation,correction magnitude,brand extension, |
出版年 : | 2006 |
學位: | 碩士 |
摘要: | The current research is aimed to examine how consumers correct the potential bias in their product judgments concerning the issue of brand extension. It is predicted that when consumers possess the bias knowledge for evaluating an extension brand and also are motivated to hold an accurate judgment, they tend to correct the bias in the direction opposite to the perceived biasing direction. Thus, if consumers are made aware that the positive core brand image might bias judgments of the extension brand in the positive direction, they will make their judgments of the extension brand less favorable. And, the correction amount or magnitude will be correlated to the perceived biasing amount. So, consumers are likely to correct more when the brand image is positive than when it is neutral because they perceive the biasing amount will be larger in the former case. Furthermore, when consumers lack bias knowledge and/or motivation, it is predicted that they will not correct the bias. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/30720 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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